Are you familiar with the following statements?

"Our strategic focus is to expand sales and occupy the market. Customer risk management is of course important, but the other side as a large company, with strong capital and low risk of payment, we choose to sell, not risk management."

“The company’s performance appraisal not only considers sales, but also considers the return sales. This is inherently contradictory. I really feel pressure.”

“Drug will affect the relationship with big customers. The pressure from the company is great. I really don’t know how to do it.”

“Customer risk management is a matter for financial personnel. When a sales person signs a contract, it creates profits for the company.”

“It takes time for the customer to produce and sell their own products after receiving the goods. Of course, it takes a long time. We should wait for the customer to pay the payment after receiving the payment.”

......

People tend to forget why they operate, and the purpose of business is profit, not just sales.

Successful big customer risk management is the company's new profit growth point.

There are two reasons: avoiding unnecessary costs and increasing profits; you can focus more sales efforts on credit-worthy customers and increase sales opportunities.

Sales case scenario

Location: A coastal southern city

Time: Dusk on July

PaulLee stood in the shade of a tree in the city's top three hospital A. Look at the watch and know that he has been "latent" for a month and a half under the big tree. PAUL smiled bitterly. As a sales manager of the South China Region of the multinational medical device company, the annual salary is 100,000 yuan. However, for a single business, it is still necessary to experience the hardship before "hunting" to the goal. Who will make this "target"? Is it one of the largest customers in the industry?

PAUL's bitterness is to create a "complex encounter." The goal is to be the vice president of Su, the main buyer of this hospital. In the bidding for the procurement of scanning equipment in the hospital, PAUL has spent nine months coming to follow the order. Wang Li, deputy director of the hospital's pharmacy department, is the "small" of PAUL's hometown in the north, helping him to get through many relationships. Under the introduction of Wang, PAUL has already had contact with the more important person, Vice President Su, but the results have not been seen in the long wait. PAUL knows that the company that bids is far more than his own family. He hopes to have more in-depth discussions with Dean Su. Going directly to the door, the risk of being rejected is too great, and it is not as natural as the "accidental encounter".

Time: one hour later

It took nearly two hours to get off work, and Su’s dean was slowly coming out of the hospital. PAUL was far away, and immediately rushed out of the hospital door in a spirited and striding way – you can't let your customers see that you have been waiting for him for a long time, so that it doesn't make him respect you. "Su Dean!" PAUL's surprise greetings, extended his hand and held it a few times and then let go. "Oh, this is not Xiao Li!" Dean Su is as good as usual. "How come here?" "To make a post-sales return visit, the instruments purchased in your hospital, and several technicians in our department today." Come back to the use case, I also come to listen to it, and the feedback from a big customer like yours is very important to us."

Su’s chief smiled a little. PAUL thought the timing was good and he immediately got to the point.

......

"This thing, we will talk in my office at ten o'clock tomorrow morning. Are you optimistic?" said Su.

PAUL smiled from his heart and he knew he was getting closer and closer to the goal.

Time: three weeks later

PAUL thinks it's time to laugh! The big order was finally settled: the hospital paid 30% of the full amount, and the remaining 7.7 million yuan, of which 7.15 million were paid within 30 days after the installation, commissioning and use of the equipment, and the final payment of 550,000 will be paid in full after one year. The technicians will be installed next week.

PAUL's cell phone rings.

"Is it signed?" Wang Li eagerly asked.

"Not yet, but it's been the case for two days." PAUL was extremely excited.

“The hospital is nearing the fundraising building. I heard that there are some problems with the funds. You have to pay more attention to the payment method.”

"No problem, you can rest assured! Your hospital has bought our equipment more than once. This kind of big wealth god, I give this credit line is also very reasonable, and Su Yuan is such a face-faced figure, I am not afraid of him owe The debt is not back!"

PAUL said that he really smiled happily.

Time: 24 months later

PAUL didn't know if he should feel relaxed because he was finally freed, or he was frustrated by the end.

What Paul didn't expect was that the hospital had built a new ward building. The arrears of this large-scale equipment have been delayed for two years. To add insult to injury, the chief of the project, Su, also retired a year and a half ago and left. The first line of hospital management. The newly appointed management team also repeatedly defaulted on payment on the grounds that the legacy of the old dean had to be investigated. Today, after 24 months, 70% of the purchase price outside the first paragraph, except for the 100,000 in the last paragraph, the others have finally arrived.

PAUL is a bit confused, with 11 million in sales and only 100,000 bad debts - is this transcript too good? In the "lasting battle" that lasted for two years to "win" big customers, what is the money or time?